The Results Are In! Findings From Our 2025 App Marketer Survey

The last 12 months saw an industry on the move.

Generative AI tools have become an everyday part of the mobile advertising industry, transforming how we think about the future of creative production, campaign optimization, operations, and more. Although in its early days, the new technology also introduces difficult questions about the complexities of implementation and the required organizational changes.

Macroeconomic conditions are improving across global markets, and consumer apps, particularly, have seen stellar growth. Social media and video streaming apps capture the lion’s share of user attention, but giants like Meta and TikTok face regulatory challenges in key markets like the US. The mobile gaming industry continues to be a dominant force, but there are lingering questions about market saturation and sustainable growth.

To kick off the year with new learnings, we combine high-level data and marketer sentiment to provide a well-rounded picture of the mobile app industry at a time of uncertainty and opportunity.

New data from both Sensor Tower and AppsFlyer sheds light on the macro trends in 2024 that are driving expectations for 2025. Liftoff and AppsFlyer’s survey dives into the details with a summary of marketer sentiment on campaign performance and the benchmarks, technologies, and channels that matter. Taken together, the report provides a snapshot of the successes, challenges, and expectations that set the table for this year.

For a detailed look, read the report.

Report highlights include:

• Downloads and revenue growth trends for consumer apps and games based on Sensor Tower and AppsFlyer data
• App and game marketer perspectives across all regions on the state of the industry, campaign performance in 2024, and expectations for 2025
• Marketer perspectives on SKAN performance, channels that matter, and the impact of gen AI